Marketing is consistently becoming more personalized and targeted, focusing on smaller groups of relevant prospects instead of a single, large audience. Marketers need to focus on building closer, emotional connections with their customers to increase satisfaction, retention and revenue.
In the past, companies focused primarily on selling their products to customers without much care for expanding on the relationship and ensuring the target consumers’ preferences are met. A recent study from Marketo revealed that customer engagement is establishing itself as a top priority in digital marketing, according to Forbes. Companies are starting to emphasize the customer life cycle rather than making a one-off sale. Marketers need to provide a unique, personalized experience for customers at each touch point in the sales process. Putting this into practice will require more in-depth content, which will need to be optimized for a user’s device or the particular context of the situation.